“Brand metrics help companies strategically grow their brands by
- Providing decision criteria to move them through a transition or architecture process;
- Providing an ongoing understanding of how a brand is performing both internally and externally;
- Helping to sustain organizational focus and communications;
- Helping to allocate resources more effectively on an ongoing basis.
Utilizing a well thought-out and balanced set of metrics drives objective decision-making and aids in the development of brand over time.”